2002 - 2003 Annual Report - Tourism Australia
2002 - 2003 Annual Report - Tourism Australia
2002 - 2003 Annual Report - Tourism Australia
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New Zealand<br />
Overview<br />
New Zealand remains <strong>Australia</strong>’s largest single source market.<strong>Australia</strong> received a total of 793,100<br />
visitors from New Zealand during the financial year, an increase of one per cent over the previous year.<br />
<strong>Australia</strong> maintains dominant market share of 62 per cent of the total New Zealand outbound market<br />
and the country has proved to be one of the most resilient with departures to <strong>Australia</strong> increasing by<br />
nine per cent in the June quarter <strong>2003</strong>.<br />
In <strong>2002</strong>/03, the ATC continued to focus on improving yield from visitors, increasing dispersal and<br />
continuing to encourage repeat visitation.<br />
Highlights and activities<br />
• The ATC continued to run the highly<br />
successful ‘Discover <strong>Australia</strong>’brand<br />
campaign in <strong>2002</strong>/03 with television,<br />
press, magazine, cinema and online<br />
advertising.<br />
• In May <strong>2003</strong>, the ATC in conjunction<br />
with Qantas, STOs and wholesale<br />
partners, launched the ‘Discover <strong>Australia</strong><br />
Now’ campaign, further extending the<br />
successful brand campaign.This<br />
campaign generated 20,000 bookings in<br />
three weeks, with wholesalers reporting<br />
record sales for <strong>Australia</strong> in June.<br />
• A total of 17 media from New Zealand<br />
travelled to <strong>Australia</strong> with the ATC<br />
Visiting Journalists Program in <strong>2002</strong>/03.<br />
Total VJP publicity tracked during this<br />
period reached AUD$3.37 million.<br />
• The ATC worked with the TV3 ‘Live<br />
This’ television program to produce<br />
13 episodes featuring new <strong>Australia</strong>n<br />
holiday experiences under the ‘Discover<br />
<strong>Australia</strong>’ umbrella.<br />
• The ATC worked with TVNZ to<br />
produce a TV program to appear on<br />
primetime television in the lead-up<br />
to the Rugby World Cup.<br />
• Over 220 <strong>Australia</strong>n suppliers and<br />
315 travel agents attended OzTalk<br />
New Zealand.<br />
The Discover <strong>Australia</strong> Now recovery campaign<br />
in New Zealand generated 20,000 bookings<br />
within a three week period<br />
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